the dallas convention & visitors bureau


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THE DALLAS CONVENTION & VISITORS BUREAU SALES & SERVICES COMMITTEE MEETING MINUTES OF DECEMBER 3, 2015

Members Present: Mark Woelffer

Cole Daugherty

Members Absent: Darwin Gibson Fred Euler Ron King

Roberto van Geenan Geoff Green Beatrice Martinez

Moncia Alonzo Scott Murray Margaret McKoin

Staff Present: Jana Hofer

Brad Kent

Barbara Altom

I. Call to Order/Welcome & Introductions Mark Woelffer called the Sales & Services Committee Meeting to order at 2:07 p.m. The meeting was held in the Conference Room One of the DCVB.

II. Dallas CVB Sales & Services Team Purpose  

Sales – Increase revenue and job growth in the city of Dallas and its hospitality community, via direct sales efforts towards associations, corporations, social organizations, and for profit trade show organizer markets Services - Increase customer satisfaction for convention sales customers from all markets, by providing extra-ordinary experiences for the decision making customer and their attendees, and growing our repeat business.

Sales & Services Organization and Strategy 1. DCVB Sales & Services Organization  Chief Sales & Services Officer  Director of Special Events & Industry Relations  Citywide Sales Team - 5 sales people and overseen by VP, Sales  Self-Contained Team – 5 sales people, overseen by Director of Sales  Express Team – 4 sales people including Director of Express Sales  Client Services – 4 services (1 dedicated to hotels)  Administrative Team – 6 people 2. Strategy  Research – Simpleview CRM, DMAI, LinkedIn, Twitter, Facebook, Industry Networking

SALES & SERVICES COMMITTEE MEETING MINUTES OF DECEMBER 3, 2015

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Qualification Discover Sales Calls: on phone and in person Trade Shows and Industry Organization participation Customer events, engagements, key markets Site Inspections and qualified familiarization visits Negotiation, letters of agreements, and contracts Client Services: Everything the customer needs outside 4 walls of host venue

3. How We Measure  STR Report – Occupancy, Average Daily Rate (ADR), Revenue per Available Room (RevPar)  TAP Report – Group booking pace, conversion rates, competitive set comparison 4. Competition – Orlando, San Francisco, Anaheim, Seattle, Denver, Nashville, Houston 5. Goals for 2015-2016  Achieve 94.5% customer satisfaction scores for Client Services; roll-out new website with client servicing tools  Increase contribution in self-contained markets from West Coast and Northeast/DC markets  Grow association business from Chicago & Midwest markets through partnerships with Association Forum  Maintain new citywide bookings at 25, while rebooking one year of all “annuals”.  Create and execute new DCVB sales training program  Achieve #4 status for Dallas from Cvent city rankings from #8  Increase 3rd party booking channel by 45,000 room nights via Loyalty program, Cvent Marketing  Clean-up and rebook Mary Kay based on new format and updated historical information  Clean-up market segmentation in CRM in line with new DMAI standards 6. MDI Analysis Findings - attached There being no further business to come before the committee, the meeting adjourned at 3:10 pm. .

__________________________ Jana Hofer

December 11, 2015